The document discusses modern demand generation approaches and provides recommendations based on insights from TechTarget's experience. Some key points:
1. Applying common sense to balance lead volume and quality, such as ensuring adequate content, audience size, and campaign duration to generate quality leads.
2. Remembering relevance and recency by targeting prospects who have recently researched matching topics to improve lead quality and engagement.
3. Focusing on long-term lead value by targeting active, engaged prospects who will continue consuming content and progressing deals.
4. Not restricting targeting based on myths about company size, as smaller companies frequently make large tech purchases.
5. Maximizing opportunities by targeting the full buying team,
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Ana...Gina Shaw
"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
How An AI-Powered Trade Promotion Optimization Software Can Improve Consumer ...Gina Shaw
Artificial Intelligence (AI) will happen in both TPx and Retail Execution sooner than you probably think – Promotion Optimization Institute
According to Nielsen Holdings, 40% of Consumer Goods trade promotion spending doesn’t drive the desired results. Even though the trade promotions spend take up a lion’s share of the organizational revenue, traditionally manufacturers have always struggled in optimizing their promotion mix for the maximum bang for the buck.
With the advancements in AI technologies, it is now possible to powerfully harness data and run high-yield trade promotions.
What You Can Expect From The eBook?
1. Key Trade Promotion Optimization (TPO) challenges faced today
2. What is AI in the context of TPO?
3. How AI helps run profitable trade promotions?
4. What an AI-Powered analysis looks like?
5. Case-studies
6. How you can get started right away!
Finding Your Ideal Customer Prospect [Whitepaper]Avention
Are you having trouble targeting your ideal customer prospect? This whitepaper from B2B Magazine and Avention gives you tips and stats on locating your ideal customers.
This new Spotlight Report explores the goals and challenges associated with marketing analytics. It shows how marketing success is measured, evaluated, reported and optimized. The report data and charts are based on a comprehensive survey of marketing professionals in our Technology Marketing Community on LinkedIn.
Key findings include:
- Marketers expect four key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI, (2) better prioritization of marketing tactics, (3) better marketing message and positioning, and (4) better demonstration of the value marketing contributes to sales.
- Gaining actionable insights from marketing analytics is by far the most important business objective. Being able to combine data to achieve those insights is the top operational objective.
- Lack of resources, data quality, and lack of system integration are the most mentioned challenges.
- Marketing analytics budgets are expected to grow for about half of respondents.
- The most popular applications for marketing analytics are Google Analytics and Microsoft Excel.
We hope you will enjoy the report - you can download it here: http://www.marketingbuddy.com/download-the-marketing-analytics-report/
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Ana...Gina Shaw
"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
How An AI-Powered Trade Promotion Optimization Software Can Improve Consumer ...Gina Shaw
Artificial Intelligence (AI) will happen in both TPx and Retail Execution sooner than you probably think – Promotion Optimization Institute
According to Nielsen Holdings, 40% of Consumer Goods trade promotion spending doesn’t drive the desired results. Even though the trade promotions spend take up a lion’s share of the organizational revenue, traditionally manufacturers have always struggled in optimizing their promotion mix for the maximum bang for the buck.
With the advancements in AI technologies, it is now possible to powerfully harness data and run high-yield trade promotions.
What You Can Expect From The eBook?
1. Key Trade Promotion Optimization (TPO) challenges faced today
2. What is AI in the context of TPO?
3. How AI helps run profitable trade promotions?
4. What an AI-Powered analysis looks like?
5. Case-studies
6. How you can get started right away!
Finding Your Ideal Customer Prospect [Whitepaper]Avention
Are you having trouble targeting your ideal customer prospect? This whitepaper from B2B Magazine and Avention gives you tips and stats on locating your ideal customers.
This new Spotlight Report explores the goals and challenges associated with marketing analytics. It shows how marketing success is measured, evaluated, reported and optimized. The report data and charts are based on a comprehensive survey of marketing professionals in our Technology Marketing Community on LinkedIn.
Key findings include:
- Marketers expect four key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI, (2) better prioritization of marketing tactics, (3) better marketing message and positioning, and (4) better demonstration of the value marketing contributes to sales.
- Gaining actionable insights from marketing analytics is by far the most important business objective. Being able to combine data to achieve those insights is the top operational objective.
- Lack of resources, data quality, and lack of system integration are the most mentioned challenges.
- Marketing analytics budgets are expected to grow for about half of respondents.
- The most popular applications for marketing analytics are Google Analytics and Microsoft Excel.
We hope you will enjoy the report - you can download it here: http://www.marketingbuddy.com/download-the-marketing-analytics-report/
Executive Summary
The proliferation of digital channels and options for customers heightens the importance of an undersung
variable: message timing.
Bain’s global survey of marketers finds that marketing leaders understand the value of making timely
connections with customers, and how technology can help.
Timing comes into play through signals, sequence and speed. And the technology now exists for marketers
to test each with high confidence.
Mastering timing raises the odds of seizing attention for the immediate purchase and building brand
equity in the longer run.
This slide introduces the topic of Marketing Analytics, impact of marketing analytics, Dashboard, ePOS, Assortment Planning, and Market Basket Analysis.
Youtube links in the slides:
MARKETING ANALYTICS:
https://www.youtube.com/watch?v=-oHGG5jJPHQ
DYNAMIC PRICING:
https://www.youtube.com/watch?v=cKPaIsOQslo
INTRO TO ePOS:
https://www.youtube.com/watch?v=7VVKtPge-zw
https://www.youtube.com/watch?v=XWuwlChR8c4
MARKET BASKET ANALYSIS
https://www.youtube.com/watch?v=sJWXgcZ-E2g
Predictive data science will soon be a widespread strategy for business of all sizes.This guide contains the 7 most important action items that can give you clearer guidance about the tools.
Data has the potential to be your most valuable marketing resource. With the right data in hand, you can create scalable, repeatable marketing processes. Learn the essentials of data-driven marketing here.
In pursuit of answers to these questions, Demand Metric and Seismic partnered on research to get a set of benchmark data to guide content personalization efforts.
How the Right Content and Delivery Strategies Double Demand Generation ROITechTarget
Exactly what happens when you integrate your brand investment with demand gen activities?
We analyzed over 400 campaigns and 185,000 in-market prospects to understand:
• What, if any, is the quantifiable impact of branding on consideration?
• Can branding cause changes in consideration over time?
• Does consideration have any effect on the standard KPIs that matter to demand gen marketers, specifically, on things like click through rate?
This E-Book from TechTarget, HG Data and Bedrock Data details the results of the research and helps you learn how to benchmark against the industry averages for conversion rates at different layers of the funnel.
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2BReally B2B
If you couldn't make our B2B Marketing Fundamentals workshop at Marketing Week Live, or just want a refresher, check out our slides on the following topics:
• Revolutionising your B2B digital marketing strategy to create leads and revenue generation opportunities
• Using digital content marketing techniques to bolster leads and enhance conversion
• The role of social media in your B2B marketing strategy to support the sales funnel
Content Transformation: The Back Story On Audience CentricityG3 Communications
To take on the challenge of shifting their organizations from product to audience focus, B2B CMOs are depending on their content leaders to deliver content that demonstrates an understanding of audience needs and that supports every marketing and sales interaction. In this session, SiriusDecisions Content Strategy and Operations Service Research Director Phyllis Davidson will share benchmark data on how organizations are faring in their efforts to successfully manage and deliver audience-focused content. Learn how much content is being mapped to audience and buyer journeys; investment levels in technology, personalization approaches, and how teams are addressing skill gaps to support a new approach to content. In addition, you’ll get a look at audience-centric content examples and hear the back stories on what organizations like yours are doing to transform their content ecosystems to fulfill the expectations of audience centricity.
The biggest problems facing marketers today is how to drive business amidst the rapidly changing environment. This presentation details the effects of limitless media on consumers, their changes in their desires, and how to systematically build marketing programs to drive demand in the infinite media landscape.
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Executive Summary
The proliferation of digital channels and options for customers heightens the importance of an undersung
variable: message timing.
Bain’s global survey of marketers finds that marketing leaders understand the value of making timely
connections with customers, and how technology can help.
Timing comes into play through signals, sequence and speed. And the technology now exists for marketers
to test each with high confidence.
Mastering timing raises the odds of seizing attention for the immediate purchase and building brand
equity in the longer run.
This slide introduces the topic of Marketing Analytics, impact of marketing analytics, Dashboard, ePOS, Assortment Planning, and Market Basket Analysis.
Youtube links in the slides:
MARKETING ANALYTICS:
https://www.youtube.com/watch?v=-oHGG5jJPHQ
DYNAMIC PRICING:
https://www.youtube.com/watch?v=cKPaIsOQslo
INTRO TO ePOS:
https://www.youtube.com/watch?v=7VVKtPge-zw
https://www.youtube.com/watch?v=XWuwlChR8c4
MARKET BASKET ANALYSIS
https://www.youtube.com/watch?v=sJWXgcZ-E2g
Predictive data science will soon be a widespread strategy for business of all sizes.This guide contains the 7 most important action items that can give you clearer guidance about the tools.
Data has the potential to be your most valuable marketing resource. With the right data in hand, you can create scalable, repeatable marketing processes. Learn the essentials of data-driven marketing here.
In pursuit of answers to these questions, Demand Metric and Seismic partnered on research to get a set of benchmark data to guide content personalization efforts.
How the Right Content and Delivery Strategies Double Demand Generation ROITechTarget
Exactly what happens when you integrate your brand investment with demand gen activities?
We analyzed over 400 campaigns and 185,000 in-market prospects to understand:
• What, if any, is the quantifiable impact of branding on consideration?
• Can branding cause changes in consideration over time?
• Does consideration have any effect on the standard KPIs that matter to demand gen marketers, specifically, on things like click through rate?
This E-Book from TechTarget, HG Data and Bedrock Data details the results of the research and helps you learn how to benchmark against the industry averages for conversion rates at different layers of the funnel.
Marketing Week Live 2017 - "B2B Marketing, The Fundamentals" by Really B2BReally B2B
If you couldn't make our B2B Marketing Fundamentals workshop at Marketing Week Live, or just want a refresher, check out our slides on the following topics:
• Revolutionising your B2B digital marketing strategy to create leads and revenue generation opportunities
• Using digital content marketing techniques to bolster leads and enhance conversion
• The role of social media in your B2B marketing strategy to support the sales funnel
Content Transformation: The Back Story On Audience CentricityG3 Communications
To take on the challenge of shifting their organizations from product to audience focus, B2B CMOs are depending on their content leaders to deliver content that demonstrates an understanding of audience needs and that supports every marketing and sales interaction. In this session, SiriusDecisions Content Strategy and Operations Service Research Director Phyllis Davidson will share benchmark data on how organizations are faring in their efforts to successfully manage and deliver audience-focused content. Learn how much content is being mapped to audience and buyer journeys; investment levels in technology, personalization approaches, and how teams are addressing skill gaps to support a new approach to content. In addition, you’ll get a look at audience-centric content examples and hear the back stories on what organizations like yours are doing to transform their content ecosystems to fulfill the expectations of audience centricity.
The biggest problems facing marketers today is how to drive business amidst the rapidly changing environment. This presentation details the effects of limitless media on consumers, their changes in their desires, and how to systematically build marketing programs to drive demand in the infinite media landscape.
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
1 Five Big Data Trends Revolutionizing Retail Summary.docxjeremylockett77
1
Five Big Data Trends Revolutionizing Retail
Summary: More retailers are finding that Big Data can revitalize an industry challenged by a slow economy,
increasingly empowered consumers, mobile proliferation and an ever-growing number of channels.
By Andrew Brust for Big on Data | August 16, 2013 --
This guest post is from Kelly Kennedy, Senior Vice President of Enterprise Sales at Info group Targeting
Solution
s, where she supports large
enterprise clients with a wealth of industry experience across both B2C and B2B solutions.
By Kelly Kennedy
Its Moore’s law of marketing: The aggregate amount of data available to retailers doubles every two years. Acquiring the
insights that retailers need to find, target and retain their ideal customers used to be a problem. Now, marketers are tasked
with sifting through the enormous amount of data they have on hand. Big Data is just that, and the sheer amount makes it
difficult not only to discern what’s valuable, but to discover what information might be missing or lost in the shuffle.
The retail industry may have turned a corner. In a recent interview, Karem Tomak, vice president of analytics for
Macys.com, admitted that just three years ago the department store relied on Excel spreadsheets to house and make sense
of customer data. Now the retail giant is crediting Big Data and analytics with a double-digit percentage increase in
revenue.
More retailers are finding that Big Data has the potential to revitalize an industry being challenged by a slow economy,
increasingly empowered consumers, mobile proliferation and an ever-growing number of channels. Although Big Data is
having profound impacts on retail and marketing strategy, it’s important for brands to use these trends as building blocks
for a greater process flow overhaul. Without the proper technology, internal knowledge and best practices in place, it’s
difficult to maximize Big Data’s potential benefits.
Five ways Big Data is revolutionizing retail marketing
1. Growing, cross-channel data volumes
The rise of mobile, tablets and social media has accelerated the growth of available customer
data. A typical retailer knows not only the basic demographic information about a customer, but
purchase history, call center interaction, mobile/social interaction, supply chain data and more.
The sheer volume of information available to retailers is unprecedented, even for brands that
have years of experience analyzing customer data.
2. Increasing investment in technology
You’d be hard-pressed to walk into a Best Buy right now and find a hard drive that stores less
than a terabyte. Storage is so cheap that it’s leveling the playing field for many companies when
it comes to Big Data. Retail leaders have started investing in centralized databases and focusing
on data hygiene and analytics, giving them insight into their customers that wasn't possible even
a few years ago.
In 2013, retailer ...
Predicting the future of b2b marketing with NexusCyance
How predictive analytics is transforming b2b marketing by squeezing the value from customer data and driving effective marketing targeting and campaign strategies.
Top 20 Reasons Why Agent-based Modeling is Disrupting Marketing MixThinkVine
Misallocated ad dollars may be costing brands more than 25 percent in lost sales. Based on an analysis of ThinkVine customers with average annual sales of more than $1 billion, we found that companies were spending too much or too little on specific media 85 percent of the time. By optimizing their marketing budgets, the companies added anywhere from 7 to 81 percent in additional revenue attributed to marketing activities – an average of 28 percent.
Don’t lose out on the additional sales your marketing could be driving. Brands have been relying too heavily on outdated, backward-looking marketing mix methods that leave money on the table.
Companies are now turning to agent-based modeling to make better strategic decisions that will deliver the results they need, and here is why.
Great article by McKinsey in 2022
The pandemic has converted B2B buyers to e-commerce in a big way. B2B sellers need new capabilities to meet their new expectations.
3 Ways to Drive Growth Using Your Big DataJim Nichols
Most marketers believe that programs powered by big data have the potential to radically improve business and drive
growth. But understanding the potential value of big data – and actually realizing it – are two very different things.
While many brands have invested millions to collect this
valuable marketing intelligence, few CMOs claim to be
maximizing their results with it. While leveraging your
big data to drive sales isn’t necessarily an easy thing, it is
possible – and it doesn’t require years to develop big data
strategies and tactics you can count on to deliver higher
return. In fact, many can reap the benefits in weeks.
Business Growth By Customer Acquisition and Loyalty MarketingAutoSyndicationUSA
The purpose of the Dynamic Growth Concepts is to help business owners and leaders hurdle the many stumbling blocks that impede progress and, all too often, knock
businesses and organizations completely out of the race. The most daunting obstacle blocking the path to success is what I call the cold, hard truth.
Call Mark @ Dynamic Growth Concepts because I want to help you learn the truth,
presented by Rob Bentley and Paul Reiman of Hewitt Associates at the TrueConnection 2008 Sales Performance Management Conference, hosted by Callidus Software
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
Similar to Demand Generation in the Age of Intent (20)
Commvault uses Purchase Intent Data to propel their digital marketing transformation.
Overview: With a strong team approach, TechTarget worked closely with Commvault to develop a comprehensive marketing strategy for near-term results and more strategic ROI.
Instaclustr: Tripling Marketable Database with Real Purchase Intent
Overview: High-growth startup Instaclustr needed to dramatically grow their marketing database and generate in-market leads.
See how Druva is driving revenue and consideration with a fully integrated demand generation engine.
Overview: Leading cloud data protection vendor Druva was launching Druva Phoenix—a cloud-native backup solution for virtual machines and physical servers—in an established, highly competitive market.
At launch, they:
- Lacked set-up, processes and systems needed to realize the opportunity for Druva Phoenix
- Had low brand and product awareness within their target audience
[Infographic] Watch, Listen, Learn: Winning in the age of the informed buyerTechTarget
95% of buyers choose vendors that help them navigate their buying process. 3rd-party behavioral data allows vendors to do just that. This infographic shows how purchase intent data—which reveals active buyers and their pain points—allows marketers to boost sales productivity with relevant content and the hooks to drive meaningful conversations and win deals.
Leading cloud data protection vendor Druva was launching Druva Phoenix—a cloud-native backup solution for virtual machines and physical servers—in an established, highly competitive market. With real purchase intent insight from Priority Engine, Druva was able to create a “single source of the truth” through data that allows their demand generation and sales teams to tightly align and collaborate around opportunities progressing through the buying cycle.
What Are Low-Cost Leads Really Costing You?TechTarget
To fill their funnels, B2B marketers are sometimes willing to forego quality in order to hit their targets with low-cost leads. But buying low-quality leads that don’t convert will end up costing your organization and can also result in hidden costs—damaging interdepartmental trust and brand reputation. This paper explains why low-cost leads cost more in the long run and includes a checklist of questions to ask lead providers to ensure quality.
[Case Study] Focus Technology: Leveraging Intent Data to Improve Sales Alignm...TechTarget
With an expansion of their technology practices to include cybersecurity, cloud strategies and converged infrastructure, Focus Technology needed to improve the acquisition of net-new customers and accelerate the overall sales cycle. This meant getting in front of the right decision-makers at the right time in the buying cycle to keep the sales team’s pipeline full.
Converting Data-Driven Insights Into RevenueTechTarget
ON24 Webinar World 2018, held in Sydney, Australia, is a celebration of putting the personal back in marketing, with a focus on how to build campaigns and deliver webinars that put the customer first and foster authentic engagement between the audience and the brand. The event will feature sessions from marketing leaders, including Jon Panker, TechTarget’s Managing Director, APAC.
The State of Data Driven Marketing in B2B TechTechTarget
In this presentation, we take a look at how today’s most successful B2B tech marketers are leveraging data to identify their addressable market and influence active researchers. Since not all data – and therefore not all data providers – offer the same value, Kevin offers insights on what to look for when investing in pre-purchase data. He then shows you how reliable data can accelerate your ROI from a variety of marketing activities including lead generation, automated nurture, account-based marketing and targeted brand-building initiatives.
The convergence of technology, data analytics and business needs has launched a major new focus in B2B: Account-Based Marketing. This infographic shows how, at the end of the day, ABM delivers strong ROI.
Multi-threading for Sales Outreach: Aiming High and Navigating Beyond Your Core Contact.
How are you strategically planning who best to cross-pollinate at your account based on current dynamics? We all talk about aiming high but how many actually do this and what you should ask for when you do? It’s one thing to force yourself to prospect additional contacts, it’s another to be effective in getting them to respond. We all struggle with how to best navigate around a “core contact” - this presentation discuss some tactical approaches to effectively accomplish this.
The Hidden Power of Brand: How Targeted Branding Drives Downstream Considerat...TechTarget
Investments in brand building are often viewed as hard to measure and, therefore, difficult to justify. In this presentation, we share the quantifiable impact that digital display can have on your demand generation success, specifically how effective it is at getting prospects to respond to your messaging and elevating your shortlist consideration. It answers 3 questions about what happens when
you integrate Brand and Demand as we see top performing companies doing:
1. What is the true quantifiable impact of branding on consideration?
2. How does branding cause changes in consideration over time?
3. Does consideration have any effect on the standard KPIs that matter to demand gen marketers, specifically, on things like clickthrough rate?
We take a look at how today’s most successful B2B tech marketers are leveraging data to identify their addressable market and influence active researchers. Since not all data – and therefore not all data providers – offer the same value, Kevin offers insights on what to look for when investing in pre-purchase data. He then shows you how reliable data can accelerate your ROI from a variety of marketing activities including lead generation, automated nurture, account-based marketing and targeted brand-building initiatives.
Lessons from the Front Lines: Making ABM Work for YouTechTarget
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TechTarget and SimpliVity Case Study: Turning better market visibility into c...TechTarget
Whether you’re a disruptor or market leader, keeping your sights laser focused on what really moves the revenue needle is a real challenge. Like you, SimpliVity needed to differentiate their value proposition from competition already in the market, and then translate that directly into real revenue-based results. By taking advantage of TechTarget’s holistic visibility into market activity, SimpliVity intercepted and engaged prospects they otherwise couldn’t have.
Learn how SimpliVity accomplished their objectives leveraging TechTarget’s real purchase intent insight. See how, in just a year, they were able to grow their in-market purchase consideration from almost nothing to 24% and drive serious bottom line momentum.
In this session, you will learn how to:
- Use intent insights to pinpoint market opportunities — before your competition sees them
- Expand your sphere of influence beyond your “owned” channels to capture your share of available demand in the age of the empowered buyer
- Weave B2B intent data into your marketing mix for more effective conversion rates across the funnel
- See, find and engage in-market buyers who don’t know you or know why they should seriously consider your solutions
TechTarget and SiriusDecisions: Beyond Predictive - What You Can't See Can HurtTechTarget
Predictive is useful for guiding where you should hunt. But there are exciting new data sources that are revolutionizing B2B marketing outcomes right now. If you’re not taking advantage of 3rd party data to augment what you collect on your own, you’re likely missing key opportunities to improve pipeline impact quickly. Of course, for driving the effectiveness of marketing and sales, not all data is created equal. It’s important to understand the options.
In this presentation, Kerry Cunningham, SiriusDecisions’ Senior Research Director, Demand Creation Strategies and John Steinert, TechTarget’s CMO, will share new research and practical examples from their clients on what you may be missing and which types, sources and uses of data will deliver better results.
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Account-Based Marketing (ABM) is one of the hottest trends in B2B marketing today. And while ABM certainly has a number of powerful benefits for marketers, there remains confusion on how to properly – and successfully – execute an ABM strategy.
This presentation aims to clear up any questions about ABM and offers tips, advice and solutions for succeeding with your ABM initiatives. Learn about the promise and pitfalls of ABM, 6 critical success factors of ABM, LBM vs. ABM and more.
If you’re interested in learning more about how you can partner with TechTarget to help you succeed in your ABM strategies, please reach out to us at InstantABM@techtarget.com.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
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Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
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- The impact of user experience and SEO
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
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Confidently measure SEO performance
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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- New framework for examining and safeguarding an online reputation
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- Practical examples that demonstrate when to act, how to act and how to recover
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This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. Demand Generation in the Age of Intent | 2
Moderndemandgenerationisinthemidst
ofamajortransformation.
Marketers want quality leads that fuel pipeline, yet
are simultaneously seeking volume at lower cost.
Marketing automation and martech have gone
mainstream, yet some marketers still structure lead
gen “campaigns” the same way they have in the
past – with lots of filters and, in some cases, limited
content variety. Many lead providers are advising
they add even more filters and requirements to
ensure quality. That sounds good on the surface,
but it implies that all lead sources are inherently
poor quality, requiring firmographic or demographic
parameters to be placed on an otherwise untargeted
audience. However, when the lead source is highly
targeted in the first place, this approach can have
unintended consequences.
In a pre-intent world, filters helped demand gen
marketers compensate for unknowns. In today’s
world, over-dependence upon title and company
size filters as a proxy for lead quality can limit your
access to real buyers and force providers to obtain
leads through means that have little to do with their
interest or need for your solutions.
The downstream impact can be pretty harsh,
impacting both marketing and sales efforts.
Directimpactonmarketing...
• Dilutes CRM and marketing automation systems
• Limits insight required to power nurture streams
• Lowers response rates on email campaigns
and nurture efforts
• Lowers conversion rates to MQL
• Diminishes long-term value of database
Directimpactonsales...
• Harder to isolate the right prospects
• Wastes time of valuable qualification
resources: BDRs and Inside Sales
• Results in longer sales cycles
• Strains relationship with marketing because
ROI is questionable
TechTarget has been observing and applying
purchase intent insight since 2005 and have
recognized five key elements to smart lead
generation construction. Let’s look at what
we’ve learned:
1. Apply Common Sense To
Achieve a Balance Between
Volume and Quality
Don’t set aside common sense when partnering
with 3rd party providers to drive lead generation.
Within B2B there’s a finite amount of pre-
purchase technology research happening at a
given time. Lead generation capacity shrinks
or expands based on a few key campaign
parameters factored into the size of the active,
in-market audience.
1. Audience size
2. Content volume, variety and quality
3. Duration in market and frequency of list drops
When any one of those factors is ignored there
is a direct – and pretty drastic – impact on lead
volume. Here’s a look at how this can compound
in a sample lead generation effort:
• Suppose we have a “three month, three asset”
program targeting an audience of 300
• 3 assets x 3 months x 300 contacts =
27 leads1
1
TechTarget Publisher Data, November 2016
3. Demand Generation in the Age of Intent | 3
• Remove just one asset and lead capacity
drops by 33% (18 leads)
• Shrink duration by one month and lead
capacity drops even further to 55% less (12
leads)
• Add a single demographic or firmgraphic filter
which reduces audience by 1/3 and capacity
drops by 70% (8 leads)
MarketerTakeaway: A campaign constructed
without regard to audience size, adequate assets
volume and variety, or enough time to execute,
will suffer. If you don’t have a large enough list of
interested prospects or you lack quality assets or
sufficient time in market, the only way to deliver
is by marketing to or supplying contacts that are
less likely to be in-market. If your lead providers
support any lead volume regardless of campaign
construction or audience size there could be
questionable tactics in play as the provider seeks
to expand the pool of contacts that meet your
requirements independent of their interest in
your solution. You might end up with a nice list of
C-suite contacts, but you have to question if they
are legitimate prospects. Read more about
“Why All Leads Are Not Created Equal.”
2. Remember R&Rs: Relevance
and Recency
The right kind of purchase intent can make or
break the success of a lead generation campaign.
Sounds obvious but engaging users that have been
recently researching solutions like the ones you
sell with highly targeted topically relevant offers
is the most effective way to produce pipeline-
generating leads. Even further, doing so ensures
your demand generation efforts enable a positive
customer experience with your brand before leads
are generated by engaging prospects based upon
their interest versus over-messaging them based
upon their profile. TechTarget executes campaigns
optimized with these elements of purchase
intent insight:
• Relevance: level of topic granularity of the
prospect’s purchase research
• Recency: When they conducted that
research
ThePowerofAligningRelevance&Recency
Activity Timeframe
& Topic Targeting
How much
less responsive
0-30 days
Sub-Topic (Copy Data
Management)
n/a
30-90 days
Sub-Topic (Copy Data
Management)
2.89x
3-6 months
Sub-Topic (Copy Data
Management)
5.06x
0-6 months
Topic (Backup)
5.50x
0-6 months
Tech Group (Storage)
8.15x
6-12 months
Topic (Backup)
11.81x
6-12 months
Tech Group (Storage)
16.25x
4. Demand Generation in the Age of Intent | 4
Filters require targeting audiences who are less
receptive to content offers:
• Relevance: 65%+ higher response rate when
targeting users with “Copy Data Management”
activity versus “General Storage” activity
• Recency: when targeting same audience
active in last 90 days alone, conversions
increase an additional 77%+
• Total impact of focusing on highly targeted,
recently active users results in more than 16x
stronger response rates
The impact on performance declines exponentially
when campaign parameters such as title and
company size filters push targeting further
away from the center of the bull’s-eye of recent
and relevant activity. Like digital ad retargeting,
if messages are misaligned or delivered too
frequently, it can harm your brand – or worse –
prevent the prospect from buying from you at all.
MarketerTakeaway:Structure campaigns to
allow unrestricted ability for your organization
to reach accounts which are in-market for your
solution while ensuring a positive branded content
experience for prospects. This provides a greater
number of actual prospects, with more relevant
information about your solutions, allowing you to
address their current pain points in a customer-
centric way. Only filter out those companies whose
characteristics (industry, location or size) truly
preclude them from buying your solution.
3. Long-term Value of Targeting
Active and Engaged Prospects
If they end up getting leads anyway, why should
B2B marketers care whether their demand-gen
partner applies the principles of recency and
relevance? It’s all about engagement with you after
the lead is generated. Leads generated based on
recent, relevant activity, allow you to assert greater
influence earlier and throughout pre-purchase
research cycle:
• Highly targeted, recently active users are
more engaged by 7x+
• These engaged users download an average
of 9 additional assets in next 90-days same
topic2
2
TechTarget Research™
Avg. Activity Per
Lead post conversion
Avg. Continued
Downloads post
conversion
0
5
10
15
20
25
0-30 Days Subtopic:
Copy Data
Management
30-90 Days Subtopic:
Copy Data
Management
3-6 Months Subtopic:
Copy Data
Management
0-6 months Tech
Group: Storage
6-12 months Tech
Group: Storage
22.6
15.1
11.6
9.7
3.1
9.2
5.8
4.4 3.8
1.2
5. Demand Generation in the Age of Intent | 5
This continued engagement directly impacts
MQL acceleration: Most B2B marketers score
leads based on both initial and continued content
consumption and engagement with your brand,
making “recent and relevant” leads essential
to any revenue marketer’s pipeline. Conversely,
campaigns constructed with excessive filters
force your lead generation partners to deliver less
engaged leads (even if they manage to get them
to download your content). Of course this isn’t
a factor for suppliers that use means other than
promoting your content to an active and engaged
audience in the first place.
MarketerTakeaway: Partner with providers
that can provide leads with proven recent
activity on relevant topics, to hack your MQL
and pipeline development.
4. Don’t Buy Into the “Big
Company, Big Deal” Myth
Commonly held thinking suggests that only the
largest enterprise companies can afford complex
IT purchases. In the age of intent, we know that’s
not true. TechTarget Research™ has tracked and
confirmed the details on more than 3,500 Data
Center purchases in past 12-months. Here’s a look
at what we’ve discovered about the market reality
of deal size vs. size of organization:
• 70% of all transactions originate from
companies of less than 1,000 employees
• Six-figure deals not bound by company size
• 53% of $1M+ deals from sub-1000
companies
• 46% of $250K-$1M deals from sub-
1000 companies
• Limit targeting to 1000+ company size and
exclude up to 69% of in-market audience
MarketerTakeaway:What we’ve learned is
today’s market defies the belief that “large deals
come from large companies.” Prioritize Purchase
Intent Insight to better identify and influence deals
and fuel pipeline by accessing companies that
are actively researching what you sell instead of
restricting your access to likely buyers based upon
company size. This allows for maximum reach
into active pre-purchase research for deals of all
size, including large technology investments and
ensures you don’t miss out on a large percentage
of prospective buyers.
5. Maximize Deal Points of Entry:
Target Full Buying Team
Buyer roles have changed and team-buying is
the acknowledged reality for B2B technology
purchases creating a need to engage at all levels
of buying teams rather than focusing demand
gen efforts solely on senior titles. Purchase Intent
insight tells us that aspirational thinking regarding
the desirability of targeting top titles must be
adjusted to gain greater access to B2B technology
deals. We have learned through our many years of
identifying and confirming actual tech purchases
that as technology evolves so do the titles most
often influencing those purchase decisions. Here
is how the numbers shake our based upon 7,000+
confirmed purchases across Data Center and
Storage markets in past 12-months.3
3
TechTarget Research Post-Purchase Market Insight Data, Data Center Technologies, Fall 2016
Targeting less relevant,
less active users can be up
to 94% less responsive.
6. Demand Generation in the Age of Intent | 6
• #1 most efficient path to revenue is via IT
Management role
• IT Management is nearly 3x more involved in
technology purchases than Director + titles
• IT Management involved in 52% of tech
purchases vs 19% for Director+ titles
• Lead-for-lead IT Management titles are
50% more likely to provide access to a
planned purchase
• Focusing on Director level and above titles
reduces points of entry into live deals by a
whopping 81%
MarketerTakeaway:Don’t restrict your access
to live, in-market deals based upon misconceptions
of roles involved in purchases. Embrace buying
team influence to maximize points of entry to deals
relevant to your market.
Summary
With the rise in use of alternate demand generation
channels and tactics that has witnessed even
familiar suppliers sourcing contacts from unknown
audiences, ensure you know what you’re getting.
Don’t fall victim to the unintended consequences
of flawed lead generation practices that undermine
the very quality you seek
• Take a common sense approach to lead
generation programs for B2B technology
markets: if it sounds too good to be true, it
probably is
• Measure lead generation efficiency based
on both short and long-term value of leads:
Inexpensive leads that never convert cost
exponentially more over time
• Partner with providers who can provide rich
insight into lead activity to accelerate nurture
and MQL generation efforts
• Embrace purchase intent insight as your
first line of defense for uncovering in-market
active buyers from sources you trust; avoid
the temptation to attempt to dictate quality via
demographic or firmographic restrictions
• Rather than restrict lead generation to when
you are in market, consider an always-on,
persistent lead generation strategy to access
buyers when they are in market
Title Percentage
of Total
Deals
Percentage
of Total
Audience
Director+ 19% 20%
IT Management 52% 35%
IT Staff 22% 21%
Other non-IT 7% 24%